Estimates are that programmatic TV -- automated TV advertising software spending of live TV on cable, satellite, telco platforms -- will grow 127.8% to $710 million this year, according to eMarketer. That number will more than double in 2017 to $2.16 billion, and will do the same -- to $4.43 billion -- in 2018.
Programmatic TV, however, will have just a 1% share of all TV spending this year -- growing to 3% next year, and 6% in 2018.
Martín Utreras, eMarketer forecasting analyst, stated: "We expect national and local players to take a conservative approach at releasing inventories programmatically, amid fears they could cannibalize their inventory.”
Programmatic TV lags behind all programmatic digital video spending, which will reach $5.51 billion this year (versus $2.99 billion in 2015) and $7.62 billion in 2017.
Programmatic digital video spending’s share of overall digital video spending will grow from 39% in 2015 to 56% in 2016 and 65% in 2017.